Today's Listing Agent Lifestyle Podcast episode is the fourth in a series of Clubhouse rooms we're recording, exploring the five essential pillars for success.
We're looking at Finding Buyers and discussing valuable strategies to effectively set up your business as a well-oiled vending machine - attracting the exact clients you want by emphasising and selecting a single target market to dominate.
We'll also take a look at the amazing results from our case study with Tony Kalsi & his 11x ROI and the leads he's still getting from people who opted in years ago.
We wrap up talking about the strategies and tactics to grow your business by focusing on what buyers are looking for.
Links
Listing Agent Clubhouse
Molson Puppy’s
Molson Ad
Tony Kalsi Results
GoGoAgent.com
Be a Guest
Listing Agent Lifestyle Book
Listing Agent Scorecard
Highlights
Creating a business model akin to a vending machine can drive specific clients you want, emphasizing the need to focus on one target market at a time.
Becoming a market maker involves controlling the process from start to finish, and being strategic, efficient, and result-oriented.
The real estate market can be dominated by narrowing your target audience and positioning yourself as the go-to expert in a specific field.
Innovative tactics like lifestyle videos, virtual tours, and professional photography can give you an edge when listing a property.
Lead generation has transformative power, with potential returns if you invest in a bundle of 100 leads.
Digital postcards, videos, and other creative tools can provide potential clients valuable information about your expertise.
The success story of Tony Kalsi's 'Getting Listings' case study demonstrates an impressive return on investment from initial seed investment.
Focusing on a single target market can maximise results with minimum effort, as exemplified in the 'Setting Up a Vending Machine Business' chapter.
Controlling the buyers by creating a system gives you an advantage when listing a property.
The importance of strategies, tactics, and tools in growing your business exponentially is emphasized to achieve unparalleled success.
Transcript: Listing Agent Lifestyle Ep193
Dean: Welcome aboard. Just letting everybody gather for one second and we'll have a perfectly on-time departure at 12 noon straight up. So we are surviving. After the hurricane here in Florida, we really didn't get anything. So that was, that was nice. Okay, 12 o'clock straight up.
I'm gonna go ahead and start because you are in the right place. I can't believe how much Today is going to be valuable to you If you're joining us on Thursday here today, live. I'm gonna share some examples with you of things that are working right now. To find buyers. We've been sharing all week a series on the elements of the listing agent lifestyle. So Monday we talked about getting referrals. On Tuesday we talked about multiplying your listings. Yesterday we talked about converting leads, and today we're gonna talk about finding buyers, and tomorrow we're gonna talk about getting listings. And if you combine all five of those things, those are the bankable results that are going to drive the success of your real estate business, and you'll you know you've been following along you'll see that I am very practical, pragmatic marketeer and I want to focus on the things that get the maximum result with the minimum effort. This has been a passion pursuit of mine since the day I got my real estate license in November of 1988 and like the farmers insurance commercials.
I know a thing or two because I've seen a thing or two. I've been through a lot of markets and I've done a lot of experimenting and I've seen a lot of successful things that we've done over the years and I'm happy to share all of those things with you. And so today's topic is going to be about how to set up a machine, a vending machine, for your business that drives exactly the type of clients that you want.
I'm gonna talk a little bit as if the buyers that we're finding today are going to be a setup for the sellers that we're going to find tomorrow. The very best thing that I have figured out is how to position yourself as a market maker. How to put yourself in the market maker position so you can take over an entire category of the market, one at a time. Now, one of the great things that I am an advocate for is selecting a single target market at a time, and I say at a time because as soon as I say to people, listen, let's narrow your focus rather than just saying, well, I want to work with buyers and sellers. In the Tri-County area, we were naturally inclined to create the largest possible net that we can. We want to expand the territory and all the possibilities of the people that we could work with and, for fear of not leaving anybody out, we're because we're conditioned that. Our experience has been that we need to be open so that people will select us, and what I'm trying to do right now is empower you and put you in a position where you're not just putting your name out there, getting out there on social media TikTok, facebook, youtube, doing all these things so that people get to see you and maybe they'll choose you, select you. What I'm advocating for you is to put you in the selecting position and you select exactly the kind of people that you want to work with, whatever category that is. And so I am an advocate for growing as big as you possibly can, serving as many people as you possibly can in as wide a geographic area as you possibly can. But the way to get there is by narrowing your focus to one single target market. I'm going to share some, because I want to change your mind philosophically about this and make sure that you are 100% bought in on the concept, and then I'm going to show you very practically exactly how to apply it. But this is kind of like as a mathematician showing you my work. I'm showing you the process, the thoughts, the experiences and the experiments that led to this conclusion. I could just come on and show you the answer 13. But unless I show you the work, I show you the equation, I show you how I came to that conclusion it's you're not really going to learn anything. I'm looking here to teach a man to fish. You know that's what I'm trying to do here for you and I see it all the time I hang out in these Facebook groups.
I hear people everywhere on Clubhouse talking about all these things that they're doing, but there's never really any specific rhyme or reason to why they're doing it. There's no specific outcome attached. It's just all these things that everybody's following the pack, trying to take this slot machine approach of putting money and effort into something, pulling the lever and hoping for the best. Because if you've ever been in a casino where all the slot machines are, what do you notice is they're all very noisy and occasionally they pay off. And so you hear and everybody gets excited. And I tried this machine and that's kind of what everybody does in real estate and, by the way, I work with a lot of different industries. It's not just realtors, it's all entrepreneurs. We're all very attracted to bright, shiny objects and we're, you know, gambling in a way, putting money in and pulling the lever and hoping that something happens.
But what I'm trying to set up for you here, the most successful thing that you can do, is spend the time and the energy to learn how to set up a vending machine. Now, what's the difference between a slot machine and a vending machine? You know, a slot machine. You put the money in, you pull the lever and you don't know what's going to happen. Sometimes it pays out and sometimes it doesn't. Most of the time it doesn't.
But a vending machine what happens? You put your money in, you push the button with clearly labeled about what the contents are and the price, and you put in your dollar. You push the button and out comes a Coca Cola predictable. That's what I'm trying to get for you here. Now you can have a vending machine stocked with all of the different kinds of buyers that you could possibly want. But you got to set up the wiring so that when you push the first time buyer button, you get first time buyers. When you push the ocean front buyer button, out comes ocean front buyers. Wouldn't that be super if you could set up a vending machine like that.
Well, I'm going to show you exactly how to do it, but here's how it came to this conclusion. There's, you know, the biggest company in the world that sells packaged goods is a company called Proctor Gamble, little company from Cincinnati, maybe you've heard of them. They've got 20 individual billion dollar brands. They're a holding company. Basically, they have all these brands that serve very specific needs, very specific niches and the way that this came to me. I read a book 25 years ago called the PNG 99.
And it was written by a former Proctor Gamble executive who codified the principles that he learned and applied while at Proctor Gamble to grow billion dollar brands. And you don't need to read the whole book. I'm going to share with you the three biggest insights that I took away from that. Number one is plan to dominate. When they're going into a market, they're not looking to dabble in a market, they're going to plan to dominate. And the reason that they do that is because they know that being the number one brand in a category is a 28% premium over being the number two brand in a category. So it pays to be the number one in a category. And so when you go into that with that mindset that you're not just going to dabble in the lakefront house market, you're going to dominate the lakefront houses or the oceanfront houses or the townhouses or whatever that is, whatever market you choose, what I'm sharing with you is a formula and the mechanism that you can point in the direction of any target market that you choose and plan to dominate that market. Now you can't even say those words without changing your physiology. You say the words plan to dominate. You notice automatically that your intention goes up, your posture changes, you get a nice feeling of imagining living in that place, of being the dominant lakefront specialist in your area Now. And it's not just declaring yourself that, it's not just declaring yourself and putting it on your business cards and running social media ads, declaring yourself the lakefront specialist. It's about looking at how can I reach the objectives of the people who are going to buy lakefront homes before they decide that they're going to buy them, before they go through the actual process of buying them. And how can I find, how can I get the listings of the people who are going to sell the lakefront homes? And if you know who's about to sell their lakefront home and you've got a list of people that you've been curating for six months of people who are looking for lakefront homes, that's competition proof for you. You are now in the enviable position of being a market maker and that's why I start with finding buyers as opposed to getting listings. Let's start with the catalyst of what's going to drive the whole thing. That's the crown jewel, the prize. What you're really looking for is how to get those, those buyers. That's your path to dominating the market. So narrowing your focus to a seemingly limiting way is the key to the greatest expansion that you could possibly imagine, because sometimes it feels like you might be competing against yourself.
You look at Proctor Gamble and in the laundry detergent category alone they've got five individual billion dollar brands. You know, dabbling or trying to get into the laundry detergent market would be a big box store putting some general purpose laundry detergent into a box, putting laundry detergent, all-purpose laundry detergent on it, putting it on the shelf and hoping to just eke out a percentage of the market. Well, that's the same thing as you saying. Well, I work with buyers and sellers in the Tri-County area. That's laundry detergent.
But what Tide does at this attitude of plan to dominate one segment at a time? They look at what are the individual attributes that people are looking for in a laundry detergent and they found that there's different categories, some people. They want to get their clothes as white as possible and I know that you're probably thinking to yourself Tide is the one that gets clothes white. Well, they've got whole teams of people, a whole you know, it's a whole billion dollar brand staffed with people who dream the day away of just one thing how do we get clothes white, er? How do we get clothes white Er? Constantly improving on that formula.
They also recognize that there's another group of people that their primary objective is to get out tough stains.
So if you're looking to get out tough stains, you're going to use Erra. Some people just want their clothes to smell nice, so you're, we've got sunlight for you. And some people they just want to not ruin it. A whole world of college kids and bachelors that just want to throw everything in and put it on in colder, warm water, whatever, and they just don't want to have pink underwear. So there's all temperature cheer. So every one of those has a viable place in the market.
Now, if you look at your market, you look at the geographic area where you are primarily focused, and take that level of CAT scan perspective of your market and think, well, what are the possibilities here? What are the possibilities of potential target markets that I could focus on If you go all the way from the first time buyers that's one. You could go to townhouses, you could go to condos, you could go to duplexes or multifamily homes, or lakefront homes, golf course homes, oceanfront homes, horse farms, orange groves, acreage, new homes, custom homes. There's an infinite number of specific markets that you could focus on. So I was like to start with what's the thing that would bring you joy, right? A lot of times people think that they've got to work their way up to the top of the market. What if you could just jump right in and become the oceanfront specialist in your town, just like Kenny McCarthy did on Cape Ann in Boston? You know, there's nothing saying that you have to pay your dues to get to where you can sell oceanfront homes.
You know, or in Winterhaven here, the lake that we have oceanfront, but we've got lakefront. That's the premium product here in Winterhaven. I'm going to show you how we tap into that and again, this formula is the exact formula that you can use for whatever target market that you are focused on. So let's get back to Procter Gamble Number one. They plan to dominate. So we want you to pick a category. Just maybe write that down or put that in the chats here, that who you're trying to approach. Right, if you are going to say I dominate whatever market, that is, what is that market? You know, let's declare it right here. Let's go ahead and declare that you're planning to dominate the whatever market that is. You know, if you feel bold and you feel like you're really going to take that to heart, go ahead and type that in the chat I plan to dominate whatever category. That is Now the second thing that Procter Gamble does is they build the very best product from the customer's perspective.
So I love thinking like this for you, as if you're thinking, if you are going to plan to dominate and our intention is to find buyers who are looking for lakefront homes or oceanfront homes or condos, what would be the very best thing that you could do for them. What would they? How would they find value? What could you do for those people? And then number three is to treat each division as an independent brand.
And that's the same way here. So I want you to think about your lakefront division or your townhouse division as an independent business and think about it. How are we operating this division of our business that we're planning to dominate there? So if I can get you to that place where you're thinking and realizing, it's not enough to just say I want to work with buyers and sellers in the Tri-County area, and you can narrow it down to a very specific audience. You're going to be most of the way down the path here. It's the biggest you know cheat code that I could give you to skip the line and get right up to the top of the line there. Now the I've got some examples for you here. I'm going to show some illustrations here. So I'm gonna post or maybe I'll have Diane, if you can do this, post up the link. I created some images on a landing page for you that I'm going to share as illustrations here for you to follow along. So Diane just posted in the chat here. If you're playing along with us on Clubhouse Live here, you can click on the link and that'll take you to a landing page.
I'm going to walk you through these examples here. So you remember that I said that strategically I look at finding buyers and getting listings as two sides of the triangle of dominating a market Right. If you're going to truly dominate a market, you want to dominate both the buyer side and the listing side, and today we're talking about the buying side but we're doing it in a way that is setting you up to dominate the selling side. So if you look in the examples here, this first ad, the first image that I'm showing you here, is an ad from Molson Canadian beer and if you just look at this guy, I'll tell you the story, because it's so. It's how I came to the conclusion of the way that we do the things that we do now, or it unlocked for me why this actually works.
So what Molson did was they ran this ad in women's magazines. So they it's got. And if you're just listening on the podcast here, you can get these illustrations in the show notes at listingagentlightcom under this episode, the Finding Buyer's Clubhouse episode. And if you look at the image, it's the dream guy, the Nordic looking, you know, model guy, with a sweater and a tube and puppies, in a field holding a Molson Canadian and the only words on the ad say his address the intersection between masculinity and sensitivity, his beer, Molson Canadian. Now, the only reason they ran that ad? Because their target audience is men. Men are who drink Molson, so they're trying to attract, they're trying to get men to drink. And the only reason that they ran this ad is so they could run the next ad here. Hundreds of thousands of women pre-programmed for your convenience. The miracle of Molson twin advertising technology. And that's an ad that they would run in men's magazines showing what they're doing on their behalf. They're saying as you read this, women across America are reading something very different. An advertisement Figure 1, scientifically formulated to enhance their perception of men who drink Molson. And they show an illustration of her seeing the beer, associating that with you and associating that with that attraction that was fostered by their attraction to the man in the Molson ad that they've seen in the women's magazines. And you can imagine dorm rooms all around the country with this guy plastered up on their dorm walls and this ad running in men's magazines at the same time.
Well, this same principle is what's driving the way that we're finding buyers. If our goal, ultimately, is to create a listing agent lifestyle, we're centered, we're building a listing-centric business. That's what we really. That's our chief aim. That's what we're trying to attract here. So the pathway to that is what do the people who own, whatever category you're looking at let's?
I'll use Lakefront as an example here. For us, the best thing that you could do to get Lakefront listings is to set up a system so that you control the Lakefront buyers. If you've got all the people that are buying Lakefront homes, when you go talk to a Lakefront seller and I'm going to show you tomorrow in our session on getting listings how to identify the people who are going to sell their house in the next 12 months If you go equipped with a list of buyers who are ready to buy, just waiting for the next Lakefront listing to come on, that's an advantage for you that no other listing candidate listing agent candidate could compete with. You know I say it's the second most valuable thing that you could bring to a listing appointment. I always say to people listen, if we were competing against a listing, against each other, to get a listing is if I could go in at the end. Let's line up all the, all the relevant agents that they could possibly be interviewing to for the position of listing their home to help them sell it. That's what people really want.
Nobody wants to list their house. They want to get it sold for the highest price, in the least amount of time, with the least amount of hassles, right? So if, let's say, five agents go in ahead of me with their listing presentation, you know presenting all the things that they're going to do once they get the listing. They'll be saying to people when we get your listing, we'll expose it to the world through the internet, we'll do these lifestyle videos, we'll do virtual tours, we'll create a foreplay, we've got a professional photographer, we'll stage your house, we'll do all of those things. But if I could go in after you and say you've got a beautiful house, how much would you like for it and when would you like to move? Perfect, I'll take it. I'll take it and I took out my checkbook and wrote them a check for the full amount of the house. Would they list with anybody else?
Nobody wants to list their house.
They want the fastest path to the most money, in the least amount of time, with the least amount of hassles.
So they don't have to show their house, they don't have to put it on, they don't have to clean it up or do anything. I'll take it as is on the day you want, for the amount of money that you want. That's what we're looking. That's what they're really. That would be a dream come true for those sellers.
Now, if the second best thing I could do, if I can't bring my own checkbook, is to say I started looking for the buyer for your house 180 days ago, I've got 500 people that are looking for lakefront homes. I sent them a quick email before I came over here to see you and I've got 17 people that want to come and see your house as soon as we get it on the market. Now that is an advantage. I'm bringing somebody else's checkbook. That's the second best thing that I could do, and that's what you can do if you start stocking your pond with the exact buyers that are going to be the catalyst for you to get the exact listings that you want, and that's how choosing a category can really help to you.
So now how do we apply this? If you keep scrolling down here below the second Wilson ad, you'll see a half page print ad in the local not the real estate publication, but in the lifestyle publication that gets printed and delivered to homes here in Winterhaven Winterhaven magazine and every marketplace has those lifestyle magazines print publications there. So we did, taking this example of what would be the dream guy equivalent for somebody who's looking for a lakefront house. Now we put an image of two Adirondack chairs sitting at the end of a dock looking at a sunset over the lake. That's the dream of why you want a lakefront property in the first place. I'm not putting a picture of the house, putting a picture of the experience of owning the house. So when we do this with oceanfront homes, we'd be looking out at the ocean. If we do this with beach condos, we're looking from the balcony at the view that you're going to experience as the owner of a lakefront house. And now you're not eliminating that house because I don't like colonial house or I don't like a Mediterranean house or I don't like a modern house. Those are all filters, but that view, that's universal. That's what you're really looking for. So we just put this dream thing, we did this exact thing with Kenny in Cape Ann. Imagine coming across an ad in North Shore Magazine, the fancy lifestyle magazine for Cape Ann, north of Boston, or coming in Winterhaven looking in that lifestyle magazine and seeing an ad that says if you're looking for an amazing lakefront home in Winterhaven, read this Now.
We're calling out to exactly the audience that we're trying to reach here. We're calling out to the exact buyers that we want to attract, and it's like putting on your vending machine. So what are we going to do to attract those people? This is a great example Winterhaven. If you're looking for an amazing lakefront home in Winterhaven, the new 2022, we've got 2023 now guide to win even lakefront house prices will be very helpful to you. There are 50 lakes in Winterhaven. You want to be sure to find the right lake for your needs. Here's what you get in the new Winterhaven lakefront price report Detailed map of the lakes in the surrounding in Winterhaven and surrounding area. Market data on all the lakefront sales in Winterhaven for the last 12 months, plus info on homes for sale right now. Price and square foot is for each home. To get your Winterhaven lakefront price report, just call this number for a free recorded message. You can go online and we'll send your guide right away.
Qr code, url, landing page everything only geared to get people who are looking for a lakefront home to raise their hand. That's the only thing we're trying to do. I'm not trying to convince someone to buy this lakefront house or to choose me as the lakefront specialist to help them find a home. I'm just providing helpful information to anybody who is looking for a lakefront home. If you're in research mode, if you're looking for a lakefront home, you're going to want all of this information, as you're gathering information and I'm gathering people at the earliest moment, at the first viable inkling that they're looking to buy. I'm not trying to convince them. I'm not trying to get them to do anything. I'm just trying to get them to raise their hand to get the very valuable information that would help them.
Now we do this same thing as a Facebook ad that we run within a 15 mile radius all around Winterhaven and all the surrounding areas. We run that same thing as a Facebook ad. So you do that same thing and you're gathering exactly the people that you want. You're cordoning them off. You've built a little pond.
Remember, yesterday we talked about converting leads, everything that we've been doing all week is building on each other. It doesn't make sense to start generating leads until you've got a systematic way to nurture and convert those leads into people who are ready to buy now. And remember, yesterday we talked that we're looking at your money, that you're invest in stocking your pond with the right fish, with the buyers that you're looking for. You know who's gonna respond to an ad that says if you're looking for an amazing lakefront home in Winterhaven, it's baked right in. It says it right there in the headline. That's gonna be attractive to that specific person.
So if we have a pond now where we can start building a list of 100, 200, 500, 1000 people over time, over time who are exclusively looking for lakefront homes, that is going to be an amazing return on investment for you. You know that's where you're building an asset and I wanna get so that you think about the money that you are allocating for finding buyers. I want you to think about that as a capital investment, not as an expense. Right, expense-based thinking is well, I ran that ad and I didn't get any. Nobody bought. Okay, so those leads are no good. Those are tire kickers. Well, yesterday we showed what happens over 100 weeks with those people right.
When you look at it and even Diane and I did the research of leads that were generated pre-COVID, looking back at them that almost 40% of the people who responded actually sold their home. So when we look at this, you know. Same thing with the buyers. If who's going to download a Winterhaven Lakefront House Price Report if they're not looking for a lakefront house, odds are they're much more likely than the general population who didn't voluntarily go to a landing page, voluntarily leave their name and email and contact information for you. Odds are that if we were to tag them and just look, watch what happens over the next 100 weeks, how would that work out? Now I like to think about these as financial instruments and if you think about buying a mutual fund or buying some diversity in something, well, let's diversify over 100 leads, not over just one lead and that one didn't work out, so we lost. Let's put a let's, you know, invest in a basket of 100 of these leads, a bundle of 100. And let's commit to doing what we talked about yesterday of every week for 100 weeks in a row sending the lakefront report of all the new listings that came on the market in the last seven days, all the listings that sold and offering a super signature at the bottom of every email Whenever you're ready. Here's three ways we can help you. Join us for a lakefront. We do daily lakefront tours every day at 10 o'clock and two o'clock, or come to our lakefront home buyer workshop or get a free home loan report. If every single week, you're sending them updated, valuable information with videos, even you know you can. The minimum thing that you can do is send that email, but the more that you do, the better it is, the more that you can bond with them and make yourself real. You know, if each week, when you did it, in addition to sending out just the email with the updates and carrying your super signature, what if every week or every month, you did a video that summarized what's been going on in the market? Or you show them different aspects of what it's like to live on the lakes in Winterhaven? In Winterhaven we have a chain of lakes where you can go to different restaurants. You can, you know you can go watch the fireworks at Lego land. You know so many great things if you can give people an experience of what it's like to live vicariously through you on what it might be like to live on the lake. That's gonna be a valuable thing.
If you're doing it for townhomes, maybe you tour different townhouse complexes. You talk about the amenities of those. Maybe people are looking to buy an investment townhouse but maybe certain of them will allow Airbnb or, you know, short-term rentals and some won't. What if you gave them valuable information on that to take the tours of these? So there are so many ways to really equip yourself by finding buyers to take over the listing side of any of these, any category that you want and that's you know. This model is completely transferable to any of those markets, and so we've got at GoGo agent people in all kinds of categories like that, and we've got all the tools that you need to be able to do it.
Now the good news is, if you start thinking about this as an investment right, what would it? Let's say that you could generate these leads for three, four, five dollars, which is about what we're finding for these that you could generate. Let's say, for I think with the lakefront, we get those leads for right about four dollars each. So what would that look like if you invested four in a bundle of 100 leads? What are the odds that over the next 100 weeks, some number greater than zero of those people is going to buy a lakefront home. Now, the lakefront homes are the most expensive homes here too, so the average price, the average commission that's available there is going to be substantial, but if you invested $400 of them, you know you're baby stepping your way here.
You know this is one of the greatest we're living in, maybe one of the greatest times to ever be a marketer, because you can distribute digital postcards right to somebody's phone, where all their attention is, for two to three cents per impression. If you're paying a 20 or $30 CPM for showing a thousand people, you can send a thousand digital postcards a day for 20 or $25. It's pretty amazing, right? If you can every day, get three, four, five leads of people who are looking for any category that you choose and you can toggle it on and off at whatever budget you want, you could spend $100. Maybe get 25 leads for $100. And then maybe you save up and you spend another $100.
And you start stocking your pond dollar cost, averaging your ETF, your mutual fund, investing on top of all of the capital investment that you're making in these, and you are doing the work to nurture and keep in touch with these leads every single week. It's going to pay off. It's going to be a multiplier for you. And I'm not talking about we talk about stocks. We talk about putting money in mutual funds or in your IRA or in some sort of investment. If you're putting it in the stock market, if you're a superstar, you're hoping to get a 20% annual yield on your investment and people would be thrilled.
John Buffett's one of the richest men in the world by doing just that averaging 20% a year or less on his investments, but he's parlayed it into billions of dollars. What we're talking about here is not in terms of getting a 20% return on your investment, but a 20 times return on your investment. If you invest $400 in a bundle of 100 leads and you sell one lakefront home, that's worth $10,000 to you one side of a transaction. What's the return on that? What's the return on that? 25 times your money? That's pretty exciting isn't it.
I mean, that's what we're really looking for here is and it works in scales at exactly the same rate.
You've invested $100 people. That's one thing, but if you get 1,000 of them over 100 weeks, you've invested $4,000 to get 1,000 people and you're sending out your weekly updates. We get over 50% open rate every email that we send, because it's very, very specific and targeted information that people want. It's all very exciting how this can work out and multiply for you. It's as simple as that. This is one of those things that if you have some investment capital or you can reallocate things I mean, if you look at this, if you can find $1,000, you could change your life. What do you have laying around the house that you could sell on eBay? What subscriptions or things have you got that are just being auto-debuted from your account? That if you just reallocated that money into investing in your future like that, there's so much opportunity for you to do that. But you've got a reliable, proven way to multiply money.
I hope that what I've given you today is kind of shining a light on what's possible for you. I'm not guessing about this. I've been doing this for 35 years. Put this in play. We've got thousands of people all over the country running this exact playbook. There's so much opportunity for you here. I hope that we've gotten you excited about that. If you want to talk about it, or if you've got questions or you want to get any clarity on something, I'm more than happy to bring you up on stage here. I think if you just press the raise your hand button. I'm still kind of learning the moves here on club health, but more than happy to work through it with you or help you brainstorm these things but just suffice it to say that, if we're kind of reviewing what we've talked about, the playbook is to plan to dominate.
Pick a market. If you could dominate any market, what would it be? Do you want to do oceanfront homes? Do you want to do townhouses? Do you want to do lakefront homes? Whatever it is, plan to dominate. I'd love it if you pick an area that you not only want to find the buyers, you want to dominate by getting all the listings in that neighborhood to that's where this could get really exciting for you. Right Is to use it as a way to parlay your way into being the dominant agent in any category that you choose, and then doing it again, because there's nothing stopping you from being the lakefront specialist to dominate the lakefront category because, remember, we're not personally branding, we're not using. This isn't about getting your name out there. You notice that none of these ads even have your picture or anything on this. It's all 100% focused outwardly on what would they be interested in. Remember, procter Gamble's second principle is do you know? Plan, build the very best way, build the very best product from the customer's perspective.
so we have a couple of people who have raised their hand here and I'm going to learn how to do this. I think if I just click on this, it'll bring you in. So hopefully Craig is with us right now. Craig Ernst, is you with us? I think we need to, Craig, you just need to unmute.
Dean: hear me. I can hear you now.
Craig: Great, I was trying to figure out how to unmute myself. Clubhouse is new to me too.
Dean: Yeah, perfect, well, welcome.
Craig: Well, thank you, it's always good to talk to you, dean. So this is a way, hi, diane, saying hi to you too, because I'm going to send her an email as soon as we get off the call. I actually, for those who haven't heard, maybe, one of our previous interactions, so I actually doing a certain type of duplex in New Orleans where I'm based, which is called a double. It's a side by side duplex as opposed to a top and bottom and, dean, I actually I talked about doing noladoublescom and I've actually narrowed it down to uptowndoublescom.
So that's a large swath of our historic neighborhoods and the doubles that were sold last year have a median price of about 400,000.
So that's a nice you know a nice price point and then after that I'm actually going to target, I'm going to get that rolling. And then the next thing I'm going to target is one of my favorite areas to work. It's not historic, it's a little bit more suburban, but it's in the city proper. It's the area that I grew up in. It's called Lakeview and it's a really nice area that is bordered on the north by Lake Pontchartrain. There's no waterfront properties but it's, you know, nearby, and on the east by city park, which is our 1300 acre, you know park, huge park in the middle of New Orleans, and so there are about 6,000 single family households in that area and they have a median sale price of about 550.
Dean: I love it yeah.
Craig: So in the turnover I was surprised. It looks like it's close to 5%, which I was surprised. It was that high.
Dean: Wow Okay.
Craig: Yeah.
Dean: So tomorrow, if you're going to join us tomorrow, I'm going to talk about using those calculations to see what the total yield for any market that you're considering is. So that's pretty exciting. I look forward to it.
Craig: Yeah, that is so. There's about 300 sales from about 6,000 single family households.
Dean: I love it. So anyway, that's kind of exciting and the great news is you can expand that playbook to whatever market you want. You know you can just go down the list and get right established, set it and then get it on autopilot.
Craig: I mean it's just really exciting Because once you can you know I'm so excited to get started with this because once, as you said, you kind of make it work and you have a system and it's like its own little business or its own little product line, within whatever way you want to look at it then it's, you know, you can just kind of do it again right With another single family.
Dean: Yeah, and the exciting thing, the most exciting thing, is when you get it to be self-funding. And I'm going to share tomorrow. So we've got September 1st tomorrow and that marks the 10-year mark of the Getting Listings case study that we've been doing with Tony Kelsey. But if you go all the way back to the beginning, you know Tony mailed for five months before he got his first transaction. So he invested probably five, six $7,000 prior to doing his first transaction and then when he did his first transaction, I think he got 15,000 for that. So he doubled the investment that he made but never went below the line and we're up over $3 million now.
That was funded from a $5,000 or $6,000 seed capital investment, because now everything else has come out of earnings. You know. So when you look at it, when you do your first double yeah From this and you get a eight or $10,000, maybe $12,000 commission on that one thing If you spent let's say you have to fund up to $5,000 of it, you get your $5,000 back, but you've also got an additional $5,000 that you can continue to fund the ads. Now what Tony did was he started out with 1,000 homes, then he went to 2,500, then to 5,000, 10,000. Now he's up almost 30,000 homes that he mails to every single month, all parlayed from growing within. Letting that one thing roll, he's done it at 12, 13, 14 to one ROI 14 times the money, I wonder. I don't even know how to do the calculation of what's the ROI on a $5,000 investment that turns into $3 million.
Craig: He's playing with house money, as you like to say. Right, that's exactly right. From the first time, yeah, and now you get the parlay that on. Thanks for coming on. Thank you so much for your guidance in all of this. I really appreciate it.
Dean: I'm just excited. Thanks for sharing.
Craig: Sure.
Dean: Okay. Well, that's kind of exciting, guys. I mean, I look forward to hearing and seeing how you apply this. I know I thought that Deborah or somebody had another question. I hope that I answered it, or maybe I'll. Deborah, there we go, I'm learning the moves here. There we go, I think I could get you. And if you just Deborah, you're in. Okay, yes, Hi, everyone.
Deborah: Hi, I am in the DFW area and for so long you know, you hear, you know you get the listing, the buyers will come.
So, I am just really loving what you're saying because that's kind of what my heart is. As a matter of fact, I met I met yesterday with a lender who I'm going to partner with, to come up with some strategic first time home buyer strategies, because I know that they are having a hard time. You know, get it, get it into the market. But this what you're saying now just really is resonating with me. On you know building the. What did you say? Building the? I wrote it down building the. Stocking the buyers.
Stocking the pawn, stocking your pawn, you know, wanting to figure out how to do that. What did you say, though I may have missed it. What is the strategy for that as far as, excuse me, where are you looking for those buyers that you're then going to be trying to?
Dean: get the attention Well, everywhere that they can be found. You know, to the two primary things. What I showed you, the examples of one is a Facebook ad that we run, attract those particular buyers, and that's in the link in the, the link in the chat. That landing page shows you the examples. So the two things are a we've got a print ad that we run and a and a Facebook ad, and I love the Facebook things that I refer to.
I see somebody asked Elizabeth Willers asked how do you do digital postcards? That's what I refer to as those impressions in somebody's newsfeed on Facebook, because when people are scrolling Facebook, 90 plus percent of the time they're on their phone, and when they're scrolling, when they come to your ad, it basically fills up their whole screen and I look at that, I think of that as your, as a digital mailbox, and I look at that viewable screen as like a digital postcard. And if you're thinking that you can get that distributed to where their eyeballs are, which is on their phones, we're all addicted and connected to our phones at all times. Our phones are never more than arms length away from us for 24 hours a day, and so if you can get that in front of them. It costs two to three cents per impression to get in front of somebody like that. So if you set up a budget, we'd say so. It costs you in advertising terms CPM is how they measure that which is cost per meal, which is cost per thousand impressions, meaning that it costs you $20 or $30 to get a thousand impressions, which means they're each two to three cents and you can set your budget on Facebook for whatever you want. You could spend $5 a day or $500 a day. You could set. You know you could do $25 a day for, you know, 10 days, it's $250. And you could probably generate with that a really great number of leads. You know it's the greatest thing when you start thinking about how can I, you know, start stocking my pond and fill up a basket of 100 leads for any category that I want for, you know, dollars. You get 100 leads. That is a good chance that half of them are going to do something over the next 100 weeks and it's just your job to do the things we talked about yesterday in converting leads. So fantastic investment for you.
Okay, that's a lot of talking here, but we got all the way through and you know I want you to start thinking about this as the collective here. You know, like all of these, if you go back and listen to the series each of these that we did you can follow along with the playbook. And if you'd like to join us and building an amazing community of people who are installing this listing agent lifestyle process in their business, and you can join us at gogoagentcom. It's good. We get all of the tools and all of the ads and all of the insight, everything that you would need to install all of this, including the ads and the landing pages and the auto responders and the emails I've already written to go to people in the formats for the ads and tomorrow, when we talk about getting listings, all the postcards and the follow up packages and the newsletters. There's so many tools that I've created for you specifically to implement this listing agent lifestyle process. So that's it for today.
Top of the hour, I'm going to close up this room. We'll be back tomorrow, same bat time, same bat channel, and we'll have the conclusion of our week long sprint on the listing agent lifestyle and we'll talk about getting listings. So have a great day and I will talk to you tomorrow. Thank you, ding, you're welcome. Thank you everybody. Okay, here we go. Okay, okay.